واقعیت برند: چگونه شرکت‌های هوشمند وعده برند خود را زندگی می‌کنند و وفاداری شدید مشتریان را الهام می‌بخشند

Brand Real is a business strategy guide for making a brand’s promise stand up at every customer touch point. Packed with proven, repeatable management practices, the book shows how to establish a clean brand architecture while avoiding the needless complexity that has tripped up many promising companies. Author Laurence Vincent presents cautionary tales of supposed brand superstars as well as instructive case studies of genuine brand giants like American Express, Apple, Cisco, Google, Qualcomm, Virgin, and others. Readers will learn how to connect the outward-facing elements of their brands--logos, advertising, imagery, communications--directly to the core elements of business strategy. Most importantly, they’ll explore the correlation between a succinct, efficient brand and powerful, lasting connections with their customers.Companies are becoming increasingly creative in their branding strategies--building identities ranging from the warm and fuzzy to the ultra cool and edgy. But it seems many of these enterprises forget that a brand, at its heart, is a promise to deliver. Brand Real ensures your customers’ experiences lives up to that promise and that their loyalties stay with you.

Your brand is obviously more than a catchy logo or striking website. But often the concept of a “brand” gets stuck in this visual playland, removed from the realities of what truly makes a business successful and sustainable.

Brands stand for value. An aesthetically pleas­ing logo might identify the brand (think Apple), but great brands aren’t always stylish (think Google). At its core, branding is far deeper, richer, and more integral to the health of an enterprise than design. It is a promise to deliver results at every interaction with the customer: through your product, customer service, outward communications, and even internal relationships with employees and stakeholders.

Seasoned brand strategist Larry Vincent gives organizations a fresh and compelling way to think about branding and powerful new tools for connecting businesses to people. In Brand Real he explores “the simplicity principle,” which asserts that while the brand might reduce a complex array of expectations and experiences into a simple logo as an identifier, it is those expectations and experiences that matter most.

Brand Real uncovers real world strategies for creating positive, lasting memories that build loyalty, as well as examples highlighting the fine points of branding from heavyweights such as Facebook, Walmart, Dove, The Body Shop, Microsoft, the Twilight franchise, and dozens more. It helps you focus your own efforts fine-tuning your message, clarifying your benefits, cultivating your markets, and devel­op­ing a real brand that starts on the inside and infuses every customer touch point.

You’ll learn how to:

• Build specificity, repetition, and consistency into your branding and win the memory game

• Narrow your message into one of six themes that provide a brand’s reason for being accessibility, functionality, approach to qual­ity, personality, lifestyle, or cause

• Create a brand architecture the purposeful organization of brands and sub brands that provides room for growth, without sacrificing the customer bond

• Understand how people use brands to validate their sense of self, and put your insights to work building a brand that elicits attachment

• Use the power of storytelling, voice, and simple messages to bind real brands with people.

• And much more!

Great branding lies at the heart of every great business. It is a strategic discipline that simplifies how people think about your organization, and an operating system that informs every action of your people. Brand Real helps you align your branding with your business practices—a critical juncture for connecting with your customer to build lasting success.

Laurence Vincent has developed strategies for some of the world’s most beloved brands, including Disney, Master­Card, Microsoft, the National Football League, Sony Play­Station, Southwest Airlines, Four Seasons, and Vitamin­Water. He is head of The Brand Studio at United Talent Agency and lives in Los Angeles.

"To create an exceptional brand experience, remember that sometimes less is more. Companies are forever being more creative in their branding strategies, building identities ranging from the warm-and-fuzzy to the ultra-cool and edgy. But it seems that many of these enterprises forgot that a brand, at its heart, is a promise to deliver. If the brand experience does not live up to that promise, customers will take their business elsewhere. Brand Real is a business strategy guide for making a brand's promise stand up at every customer touch point. Packed with proven, repeatable management practices, the book shows how to establish a clean brand architecture while avoiding the needless complexity that has tripped up many promising companies. Author Laurence Vincent presents cautionary tales of supposed brand superstars as well as instructive case studies of genuine brand giants like American Express, Apple, Cisco, Google, Qualcomm, Virgin, and others. Readers will learn how to connect the outward-facing elements of their brands--logos, advertising, imagery, communications--directly to the core elements of business strategy and forge a powerful and lasting connection with their customers."--Publisher's website "Companies are forever being more creative in their branding strategies, building identities ranging from the warm-and-fuzzy to the ultra-cool and edgy. But it seems that many of these enterprises forgot that a brand, at its heart, is a promise to deliver. If the brand experience does not live up to that promise, customers will take their business elsewhere. "Brand Real" is a business strategy guide for making a brand's promise stand up at every customer touch point. Packed with proven, repeatable management practices, the book shows how to establish a clean brand architecture while avoiding the needless complexity that has tripped up many promising companies. Author Laurence Vincent presents cautionary tales of supposed brand superstars as well as instructive case studies of genuine brand giants like American Express, Apple, Cisco, Google, Qualcomm, Virgin, and others. Readers will learn how to connect the outward-facing elements of their brands-logos, advertising, imagery, communications-directly to the core elements of business strategy and forge a powerful and lasting connection with their customers" -- Publisher description Acknowledgments Introduction Reality check : it's time to move from brandlore to promising brands Winning the memory game The benefit of your brand Preserving brand value Positioning brands for context Brand attachment : the barefoot bandit and our sense of self Expressing the promise : brand narrative, brand voice, and communications strategy Naming and identity development The touching experience : how to deliver on a promise at meaningful touch points Brand inside : why people are the key to your brand strategy Endnotes Index. Shows how to establish a clean brand architecture while avoiding the needless complexity that has tripped up many promising companies. This title presents cautionary tales of supposed brand superstars as well as instructive case studies of genuine brand giants like American Express, Apple, Cisco, Google, Qualcomm, Virgin, and others.